Jabbing over Right Hooks

Hey everybody, it's Richard Milligan again with For C Recruiting, and I'm excited to talk to you about this concept of jabbing on LinkedIn. The reason why I'm so excited to share this with you is because it works. It works because no one else is doing it. So for those of you who are activators, move towards this because there is no doubt that this particular strategy will work for you on the LinkedIn platform. So I'm going to go through this step by step. I want you to understand what the jab is. I want you to understand what a right hook is. I want you to understand the correct way to build relationships on LinkedIn because LinkedIn is not a sales tool. It's not a sales platform until you build relationships. Okay, so let's just talk about jabbing on LinkedIn. So I'm all about the jabs over right hooks. Now here's The right hook is where you actually ask somebody for something before you actually give to them. Okay, so let's just run through this. Why is it important to understand jabs and right hooks? A jab is where we give something of value to someone. Okay, so it's the law of reciprocity summarized in terms of an actionable way of how we can activate that law. On LinkedIn. Okay. It's the, it's the importance of connecting and then giving value with no strings attached. That's how you build relationships quickly. That's how you build loyalty, trust. That's how people connect with you at the deepest level very quickly is by you giving something of value without asking for anything in return. Okay. So the jab simply means that I gave you something of value. Now a lot of people get stumped right there and go, How could you give something of value on a social media business, social media platform? So stay with me because I'm going to show you how. The right hook is an ask for value to be given. So a right hook example would be, I connected with you and then immediately said, can we talk over the phone or can we meet face to face? Or here's— recruiters do it all the time. Here's how they do it. They connect to you and they say, Here are the 12 bullet points of why you should be joining the winning team. Let's talk. Okay, that's a complete right hook. We're not going to do that ever. You can do it. Yeah, right. But if you do it, you should not expect to win. It's not a winning strategy. So jabbing is the quickest way to recruit somebody into the relationship with you. Okay, it's that idea that if I give you something over and over and over again, Then you will in turn feel the need to reciprocate giving something back. Okay. So I want you to understand this. Let's bring over-the-top value with these jabs. Okay. The great thing about LinkedIn is that you can DM people, right? And we've talked about this already in the prior session, which is like the direct message is the easiest way into the email inbox. That's one of the reasons why we do it. So we want to make sure that if I give you something of value, the measuring stick is this, that you're willing to share that with somebody else. You're so excited about the content that I gave to you that you're willing to share it with somebody else. Okay? So we want to bring over-the-top value anytime we jab someone. Low-level value actually is a— it can actually hurt your brand if you just are creating noise and And you're truly not bringing value to someone, they will actually mute you. They might disconnect from you, they might block you. But on the contrary, if you give over-the-top value to somebody, every time you send a message, they're going to lean in and wonder what it is that you're actually sending to them. Okay, so here's some example jabs that, that I'll share with you. So if this is a real estate agent, One of the places that you can find great real estate agent content is on Mortgage Coach's channel. Now, here are a couple other places. You know, Todd Duncan is a great place to go. You can go to Carl White or Scott Hudspeth with the Mortgage Marketing Animals. They run an agent mastermind group, and if you go to YouTube, there's a ton of free content that are like hour-long presentations that they've already created for real estate agents. So this is not about you becoming a marketing content creation company. This is simply about you going out and finding what content has already been created, taking that content and then sharing it. Okay? So the first jab that I'm using as an example here, you know, this vid, if you were to find that link right there, that would take you to Mortgage Coach's channel and would take you to a real estate agent interview. A successful real estate agent they interviewed and found out what she was doing. She just shared her strategy. Okay, so I would just simply send that and would just say, hey, I just shared this cool video with my team and I had to share with you. This real estate agent did over 190 transactions last year and has only been in the business for a few years. Great video to share with your real estate friends. Here's the link. Hope all is well, right? Total jab. The second one, um, the context of this is You see the world through your own unique lens. Now, the older I get, we, we quantify that in one word and we say people are quirky. Okay? The older you get, the more you realize that everybody has their own quirks about them. Okay? So what we want to do is we want to identify your quirkiness and we want to deliver that to a larger audience. Look, I'm— I love motivational videos. I just do. Okay, so that would be something that I would absolutely share. Like, what is it that you love? Okay, I love these short, you know, 60 to 90-second, maybe 3-minute max videos. Great high-energy music, bring in some feeling, bring in some emotion, get me inspired to go work for the next, you know, 8 hours. And I would love to share that with people because that's me. That may not be you. What is you? Okay, so here's a link right here. This is a, um, if you were able to locate that particular video, On YouTube, you would find that that is an alarm clock reverse engineered. So at the very end of the 3 minutes, an alarm clock goes off, but it's basically a 3-minute pump-up speech about welcome to the grind and the reason why we actually grind. The alarm clock goes off. Okay, I love that. And I think Men's Magazine put that together. Again, you know, I'm just gonna say I'm always looking for inspiration and motivation for myself and found this video. I just love the framework of this. I know it inspired me, so I wanted to share. I'm tempted to set this as the alarm for me getting up each morning. All the best to you. Okay, this is really easy to do. Okay, I'm not asking you to deliver a long, lengthy message. I want them to, every time you arrive with something of value, to know that you are the shortcut and the Cliff Notes to success. Okay. Okay, so we've talked about this a little bit already, but I want to go back to this again. I want you to build out your own unique process that you are going to follow. Okay, here's the great thing about LinkedIn. If you are totally reliant upon your phone, your real estate agent pipeline or your builder pipeline is pretty narrow. Okay, this is the funnel coming down. Okay, it's pretty narrow. How many can you call in a week? When you go to LinkedIn, you really open this up. I mean, your pipeline goes very wide. So if you build a system around this, you're going to have a conversation like I have on a weekly basis with one of my recruiting leaders, which is How do I juggle 200, 300 conversations at once? Because that's where they've gone because they've built a really strong system. Okay. And it is possible to do it, but you have to have an extreme system. You have to have a system for how you connect. Okay. And you can use a Chrome browser plugin for that. Okay. You need to have a system around what days of the week you're actually sending out your jabs. You have a system around collecting your content for that. But in the minimum, make sure that you're just doing this. Okay? Uh, the activator rules the world. That's it. If you will activate on this idea, you'll move in that world domination category because few people will activate this. There were a couple of examples that I wanted you to see of some of the content that you could create or that you could go find. Okay. Secret number 2, the power of having a system with LinkedIn. Create something you can sustain. We talked a little bit about this in the prior video. Okay. We focus on giving ongoing value to our top recruits. We build templates that we can use again and again. And then daily habits win over short-term spurts of high energy. I want you to post a minimum once per day, and I want you to create extreme structure around this. Okay. So here's what I'm going to do right now is I'm just going to model this. I'm just going to open up a fresh web browser here. So bear with me and I'm just going to model this for you so that you can see what we're going to actually do. Okay, so I'm going to go to YouTube. This is the best place that I have found where you're going to be able to get value that you can share with people. I mentioned a couple of names here, so mentioned The Mortgage Coach. So we're going to do this. We're just going to go Mortgage Coach. I can type. Here we go. Mortgage Mortgage Coach. Okay. Now I'm at the Mortgage Coach channel. I'm just going to go ahead. I would recommend you subscribe to this so you can just click on the subscribe and now you have access to Mortgage Coach's channel. Okay. Here is this ultimate open house experience with Nicole Solari. If I click on that. Okay, we'll let this populate here. It's as easy as clicking this little share button down here. Okay, and I'm going to copy that. Now, if there's a place I want it to start, one of the things that YouTube has done recently is they've added this start at button. And if you click the start at button, it adds this little tag to the end of it here that will actually start the video at that exact moment. If you've got a long video and you want people to actually see What that exactly that moment in the video, then that would be where you would start at. Okay. We're just simply going to copy that and then put that into a message. So there's one idea. I mentioned Carl White with the Mortgage Marketing Animals. Let's just look and see what kind of content is out here for Carl White. So I'm going to scroll through here. There, I mean, just lots and lots and lots of content here. Okay, here's one right here. We'll just— let's just look at this one. This has the Agent Mastermind Class tab on it. Look, this is something that only 153 people have seen, but it's how do you manage all your social media in only 10 minutes a day. This was created for real estate agents. Jesus. Whoops. And so what I'm gonna do is I'm right here. So this is a 55-minute video on— for real estate agents, how to manage your social media presence in just 10 minutes a day. Okay. Oh, and it says, and be popular in the local news guy and be more popular than the local news guy. Okay. So again, I'm going to click— this is a great channel for you to subscribe to. I'm going to click share. And again, there it is. There's that link. I'm going to use that link and I'm going to share that link. Okay. Now here's where I would encourage you, be you. Okay, we all come from different places. I mentioned My, my little motivational video. Here you go. Let me just show you. Let me find it here. Here we go. Rise and Swim. This is the video right here. So I'm going to do the same thing. This is the video. Mike— Michael Phelps was actually used in this particular video. And so I'm going to use this video and that's going to be what I'm going to share. Okay. I got an ad that's trying to run right now. So there we go. Okay, I wanted to show you this because it's so easy. It's so simple. There's no reason for you to not do it. Okay, so let's go back to our presentation here and let's just talk about one more thing. Your messaging needs to fall into the context of this: to the audience of one. Okay, here's the, here's the thing. If your message feels like spam. It is spam. Okay, that, that's, that's the measuring stick for everything. Okay, if it feels like spam, then people will tune out, tune you out. Okay, it's, it's, um, messaging is best when it feels like you only sent it to me. Okay, now you can cut and paste information and still make it feel like it's to me. You better have my name on it. So, hi Richard, or hey Richard, or Richard. Immediately I go, wait a second, they're using my name. If it's a cut and paste that doesn't have my name, it's going to be considered spam. Okay, so make sure you're making this feel as though it's to the audience of one. Okay, that in all messaging to real estate agents— if you're text messaging agents, same thing. If you're voicemail agents, same thing. Okay, you can actually create something that's extremely scalable where you're actually Cutting and pasting type information, but just change it to where it's individualized to me. You could actually say, hey Richard, I noticed you're with this company, and then I want to share. Or, hey Richard, I noticed that you've been with RE/MAX for 7 years. Congrats. That personalizes it and makes that message authentic, original, and engaging. and to the audience of one. Okay? So a lot of people say, ah, great idea. I'll scale this. I'll scale it to the masses. I'll send out 1,000 in like, you know, in 5 hours, right? This is what I'm going to do. But it's hard to do that when you put it through the lens of to the audience of one. Okay? So 2 rules in all of this. Content is going to be extremely high value content. That means that I'm going to vet that content out, make sure I know what I'm sending to you. Okay, and because I want you to share that. When people say, hey, where'd you get that? Oh, a loan officer over at Axia Home Loans. Okay, so we want high-ticket, high-value content that they will share. And the second rule is, as I deliver that content in my messaging, it needs to feel as though it's only to them, to the audience of one. Okay. So what you're looking at here, what I'm sharing on my screen, is a way for you to keep track of, of, of your behaviors throughout the week. Very simple way to do this. Okay, now what we, what we measure, we improve. That's a Peter Drucker statement out of The Effective Executive, out of The Effective Executive book that he wrote. Okay, what we measure, we improve. Begin measuring your behaviors around this. Okay, loan officers typically ride the roller coaster. I say typically, right? Because if you understand statistics, Most volume in this industry comes from a very small group of originators. Okay, they're super originators. Okay, a lot of volume comes from that, that bottom 60%. Okay, in fact, statistically, I don't have the stats in front of me, but Stratmore Group did a study on this, and it's something crazy, like 60% of the entire market only delivers less than 10% of volume. And the top 40% deliver the remaining portion of that. So those people that are super successful inside this industry that aren't riding the roller coaster, but that have a business model that's doing this, are actually keeping track of their behaviors. So here's an easy way for you to do this. Okay. What's the behavior, the action that's on the far left side? Write that out. Make your commitment to that. What's your goal for that? So if you're going to call 25 real estate agents or 5 real estate agents every day, like write that. That's a goal. I'm going to call them. I'm going to connect with 10 real estate agents a day on LinkedIn. That's your goal. Okay. That'd be 50 agents a week. Write that out. Right. I'm going to jab 50 real estate agents every single week. That's 10 per day. Write that out, write your behaviors and your actions out, and then come up with a sum goal score. Now here's what I found. People that are running sustainable business models typically score somewhere between 100 and 120 for loan officers on the goal score. Okay, our— what we're working towards is accomplishing a net score of 0. So as I go through the week, I'm going to track day by day my behaviors. When I get to the end of the week, what was my achieved score versus my goal score? And then I end up with a net score. So if my goal was to connect on LinkedIn with 50 real estate agents, And to jab 50 real estate agents, that's 2 separate behaviors. When I get to the end of the week, if I achieve 50, then my net score is 0. If I achieve 40, my net score is -10. Okay, it gives you a way to track your behaviors on a going-forward basis so that you know, am I doing the activities that are going to allow me to win? Now on this page, there's actually a button here to click to get a copy of that scorecard. Click that button, it'll automatically pull it up and save that. This is something that you can print out and you can begin using moving forward. Nice quote at the top. I don't know who that guy is that came up with that quote. Daily actions in alignment with long-term goals create sustainable success. Daily actions in alignment with your goals, right? Think about that. Daily action. Okay, we can't say that we're going to accomplish something and then not work towards it every single day. In a consistent method, you know, taking action on that daily and expect to accomplish that. Okay. So hope this was helpful to you. You can see, you can find me on LinkedIn, just Richard Milligan. You can check out my website. I post blogs there, 4crecruiting.com. Hopefully there was some value in this to you. Hopefully you'll activate on it. That's what I want to inspire you to do is activate on this idea. Wishing you all the best, and until we connect again, have a great week. Thank you.